Tutor/Supervisor; Universidad.Departamento

Fecha de publicación

URI

Editor

Universitat Jaume I

Resumen

This work is a marketing plan of the Chambers Café bar and its main objective is, like
any other marketing plan, to implement actions in the business in order to achieve the
proposed objectives and then to make the ... [+]

This work is a marketing plan of the Chambers Café bar and its main objective is, like
any other marketing plan, to implement actions in the business in order to achieve the
proposed objectives and then to make the business improve progressively, achieving
success and continuing to compete in the market.
In order to carry out this marketing plan, an analysis of the internal and external
situation is carried out. In the internal analysis, we will know the company data such as:
its mission, vision, resources, financing, structure, etc. More specifically, it is analyzed
that Chambers Café is a place that opened its doors in March 2009 set in an English
coffee-bar. It has a variety and good quality of products and drinks in its menu. In the
external analysis, a detailed analysis of the catering sector is observed through the
factors Pestel and the 5 competitive forces of Porter. In addition, it is going to be
observed a market analysis and an analysis of competition. Through these analyzes, it
is discovered that the hostelry sector is quite powerful despite the adversities it has had
to overcame during the economic crisis of 2008. Thus, it presents a great heterogeneity
due to the diversity of professionals and services that Encompasses.
After this, the segmentation of the market is examined in detail in order to be able to
understand correctly its target market. Positioning is also carried out in order to know
the place of the business in the consumers’ mind. Then, a SWOT analysis is carried
out to adapt the establishment to the current situation, using its strengths and
opportunities and facing their weaknesses and threats in the best possible way.
In this study you can find the goals set for improving the business and the strategies
the business performs in front of its competitors to try to achieve a superior efficiency.
Once all this has been done, the next step is to develop the different actions that the
company has to carry out to meet the established objectives. These actions are based
on product, price, distribution and communication. In addition, the schedule, the
necessary budget and the control are established for such actions. [-]